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Bacardi hires Northern Europe MD

Grey Goose owner Bacardi has promoted Amanda Almond to the newly created role of managing director for Northern Europe and appointed a business unit director for the UK and Ireland.

Bacardi Amanda Almond and Steve Young
L-R: Steve Young and Amanda Almond have been promoted to newly created positions at Bacardi

Almond most recently served as managing director for Bacardi in Iberia and Greece, where she has grown the company’s market share in Spain from fourth to third biggest.

Before moving to Spain in 2020, Almond was managing director for Bacardi in the UK and Ireland, where the group reported year-on-year growth for five consecutive years.

“In the four years I’ve been away from the UK, the industry has changed more than anyone could imagine,” said Almond. “What’s not changed is the value of our portfolio. We have premium brands that consumers recognise for their quality and continue to demand however challenging the economic climate.”

Almond will be responsible for the total Bacardi business in Northern European markets such as the UK, Ireland, Germany, Austria, Switzerland and the Nordics.

Reporting to Almond will be Steve Young, who has been promoted to the newly created role of business unit director for the UK and Ireland.

Young will be responsible for the company’s commercial operations in the UK and Ireland, and driving growth of brands including Bacardí rum, Martini vermouth, Bombay Sapphire gin, Grey Goose vodka, St-Germain elderflower liqueur and Patrón Tequila.

Young has worked at Bacardi for a decade, initially in a position focused on the UK on-trade. His most recent role was as senior director, on-trade growth for Western Europe.

“My experience of working across Europe means I know better than ever what a tough and competitive market we have in the UK,” Young added.

“Where Bacardi has an advantage is our family ownership. It’s allowed us to look beyond the next quarter or the next fiscal year and instead develop long-term partnerships with key customers.

“We value these relationships more than ever and I’m committed to making them even stronger as we grow our businesses together.”

Earlier this month, Grey Goose vodka launched an expression, Altius, which is filtered at subfreezing temperatures.

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